The next generation of luxury customers is currently spending less on luxury products than older consumers, but they are likely to purchase higher volumes of more affordable luxury goods in future, and will prefer to use the newest technology  to carry out their purchases. It is therefore important for luxury retailers to understand the next generation of customers in order to use their purchasing power and to increase brand loyalty prior to the moment when they are able to afford their high-end products. We look firstly at the characteristics of this new generation of tech-savvy shoppers, and secondly at how luxury brands must respond to their needs.